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13 Cards in this Set
- Front
- Back
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Audience Selectivity
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Medium's ability to deliver tightly defined consumer segment with minimum of wasted (non-targeted) delivery
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Reach Potential
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Assesses the medium's ability to accumulate large numbers of people within its total audiences
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Speed of Audience Accumulation
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Gives a sense of how long it takes for the medium to accumulate its total audience
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Geographic Flexibility
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Deals with medium's flexibility to provide advertising in selected geographic areas
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Lead Time to Buy
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Addresses how far in advance you will need to make a media purchase before the advertising is delivered in the medium.
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Advertising Exposure Control
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Relates to the medium's ability to control when a consumer will see/hear the advertising in that medium. Some refer to this phenomenon as a medium's ability to be intrusive.
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Location at Time of Exposure
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Relates to consumer's physical location at the time the consumer is exposed to the medium.
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A/B Split
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Two version of an ad, or to entirely different ads for the same company, each version distributed in every other copy of the magazine. Often used to determine which has the higher level of readership or response (as gauged by coupon redemption, reader response phone calls).
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ACORN
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Geodemographic segmentation system. Neighborhoods are divided into 43 clusters and 9 summary groups. Website: esri.com
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Adcume
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Software that allows user to view gross and net target audience delivery for any specific target on week by week basis. Product of Interactive Market Systems.
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Add-on rate
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Different rate, established during negotiation for original ad schedule, that applies to any subsequent addition to schedule.
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Ad-IDs
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Advertising digital identification:
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Ad:Sales ratio (A:S)
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ad dollars as percentage of product or service's sales. Usually pronounced "A to S"
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